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Newspaper
readership and MBTI® preferences
Stereotypes
have grown up around the readership of newspapers, to the extent of becoming, in
effect, shorthand for recognised "types" of people. But to what extent
does the "personality" of readers of different newspapers relate to
these stereotypes? Specifically, what is the relationship of psychological type
to newspaper readership?
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Type table
% of each type
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ISTJ
20.6
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ISFJ
6.5
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INFJ
0.9
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INTJ
3.7
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ISTP
6.5
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ISFP
5.6
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INFP
2.8
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INTP
5.6
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ESTP
1.9
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ESFP
4.7
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ENFP
12.1
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ENTP
5.6
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ESTJ
11.2
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ESFJ
6.5
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ENFJ
1.9
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ENTJ
3.7
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Stereotype:
"The Times is read by the people who run the country."
Readers
of The Times are more likely to be Intuitive and Thinking types than are
non-readers.
7
people in the sample of 1634 reported reading The Times.
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Type table
% of each type
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ISTJ
12.9
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ISFJ
10.0
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INFJ
2.9
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INTJ
0.0
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ISTP
11.4
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ISFP
7.1
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INFP
2.9
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INTP
4.3
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ESTP
2.9
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ESFP
7.1
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ENFP
11.4
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ENTP
2.9
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ESTJ
7.1
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ESFJ
11.4
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ENFJ
1.4
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ENTJ
4.3
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Stereotype:
"The Guardian is read by the people who know things would be better for
everyone if they were running the country."
Guardian
readers, as a group, do not show any clear or significant differences from the
general population, in terms of either continuous scores or frequency of
occurrence of individual types.
70
people in the sample of 1634 reported reading The Guardian
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Type table
% of each type
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ISTJ
11.8
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ISFJ
11.8
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INFJ
0.0
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INTJ
0.0
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ISTP
5.3
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ISFP
6.6
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INFP
2.6
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INTP
3.9
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ESTP
13.2
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ESFP
7.9
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ENFP
7.9
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ENTP
6.6
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ESTJ
9.2
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ESFJ
9.2
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ENFJ
2.6
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ENTJ
1.3
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Stereotype:
"The Daily Telegraph is read by the people who remember how they used to
run the country (and the empire)."
Readers
of The Daily Telegraph are more likely to be Perceiving and Extraverted types
than are non-readers.
76
people in the sample of 1634 reported reading The Daily Telegraph.
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Type table
% of each type
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ISTJ
28.6
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ISFJ
10.7
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INFJ
3.6
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INTJ
10.7
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ISTP
10.7
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ISFP
0.0
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INFP
0.0
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INTP
7.1
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ESTP
3.6
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ESFP
0.0
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ENFP
3.6
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ENTP
7.1
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ESTJ
3.6
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ESFJ
0.0
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ENFJ
0.0
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ENTJ
10.7
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Stereotype:
"The Financial Times is read by the people who own the country."
Readers
of the Financial Times are more likely to be Thinking types than are
non-readers.
28
people in the sample of 1634 reported reading the Financial Times.
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Type table
% of each type
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ISTJ
8.2
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ISFJ
4.9
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INFJ
8.2
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INTJ
4.9
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ISTP
1.6
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ISFP
1.6
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INFP
8.2
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INTP
8.2
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ESTP
0.0
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ESFP
4.9
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ENFP
14.8
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ENTP
4.9
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ESTJ
4.9
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ESFJ
4.9
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ENFJ
6.6
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ENTJ
13.1
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Stereotype:
"The Independent is read by the people who do not know who runs the country
but they are sure they are doing it wrong."
Readers
of The Independent are more likely to be Intuitive
types than are non-readers.
61
people in the sample of 1634 reported reading The Independent.
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Type table
% of each type
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ISTJ
13.6
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ISFJ
4.5
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INFJ
0.0
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INTJ
4.5
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ISTP
4.5
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ISFP
13.6
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INFP
4.5
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INTP
0
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ESTP
4.5
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ESFP
9.1
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ENFP
9.1
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ENTP
9.1
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ESTJ
18.2
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ESFJ
4.5
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ENFJ
0
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ENTJ
0
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Stereotype:
"The Daily Mail is read by the spouses of the people who are running the
country."
There
are no significant differences in continuous score between readers and
non-readers of the The Daily Mail.
22
people in the sample of 1634 reported reading the The Daily Mail.
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Type table
% of each type
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ISTJ
14.7
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ISFJ
14.0
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INFJ
2.0
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INTJ
0.7
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ISTP
6.0
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ISFP
3.3
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INFP
3.3
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INTP
1.3
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ESTP
5.3
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ESFP
10.0
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ENFP
5.3
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ENTP
3.3
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ESTJ
15.3
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ESFJ
13.3
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ENFJ
1.3
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ENTJ
0.7
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Stereotype:
"The Daily Express is read by the people who think the country should be
run the way it used to be."
Readers
of the The Daily Express are more likely to be Sensing types than are
non-readers.
150
people in the sample of 1634 reported reading The Daily Express.
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Type table
% of each type
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ISTJ
15.2
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ISFJ
14.8
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INFJ
1.2
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INTJ
0.0
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ISTP
4.1
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ISFP
8.2
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INFP
0.8
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INTP
2.1
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ESTP
6.2
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ESFP
9.5
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ENFP
3.3
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ENTP
1.6
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ESTJ
13.6
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ESFJ
16.9
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ENFJ
2.1
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ENTJ
0.4
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Stereotype:
"The Daily Mirror is read by the people who know that they, the working
class, really run the country."
Readers
of The Daily Mirror are more likely to be Sensing types
than are non-readers.
243
people in the sample of 1634 reported reading The Daily Mirror.
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Type table
% of each type
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ISTJ
16.6
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ISFJ
12.3
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INFJ
1.7
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INTJ
1.3
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ISTP
3.4
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ISFP
8.9
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INFP
2.1
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INTP
2.6
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ESTP
5.1
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ESFP
8.5
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ENFP
6.4
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ENTP
0.9
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ESTJ
12.8
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ESFJ
14.0
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ENFJ
1.7
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ENTJ
1.7
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Stereotype:
"The Star is read by the people who think the Sun is a bit too
upmarket."
Readers
of The Daily Star are more likely to be Sensing types than are non-readers.
235
people in the sample of 1634 reported reading The Daily Star.
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